98828 - LABORATORY OF MANAGEMENT OF DIGITAL MEDIA

Conoscenze e abilità da conseguire

The student is expected to understanding the functions and processes of transformations within the media industries and the innovations connected to new digital technologies applied to creative industries.

Contenuti

Session 1: Tuesday 19 September (9-12) – Aula P Belmeloro

Changes in the Media Arena

• Introduction and Course Presentation
• What drives change in the Media Arena?
• Introduction to the Attention Economy
• The Evolution of the media value chain
• Blockbusters Strategies vs Long-tail
• 2022: the return of the Blockbusters?

Discussion

Reading Material

“Tarzan Economics” (chapter 2-3), Will Page, Simon & Schuster, 2021

“Blockbusters” (chapter 1), Anita Elberse, Faber & Faber, 2013

“Should you invest in the long tail?”, Anita Elberse, Harvard Business Review, July-August 2008

 

 Session 2: Friday 22 September (9-12) – Aula P Belmeloro

Spotify: Disrupting the music industry

• Recorded Music Industry: introduction
  • Industry timeline
  • Market size
  • The Value Chain of Music Industry: Key Actors
• Case Study Introduction. Spotify: disrupting the music industry
  • Streaming: key concepts
  • Streaming: misconceptions

• Spotify’s success and competition
• Spotify’s Business Model

Group Discussion

Teaching material:

Case Study: “Spotify: Face the Music (Update 2022)” (Govert Vroom, Isaac Sastre Boquet, IESE Business School, 2019)

 

Session 3: Tuesday 26 September (12-15) – Aula P Belmeloro

Diversify to reach profitability.

• Spotify: why investing so much on podcasting? The reasons and the risks of diversifications
• Which future for Spotify?

Teaching material:

Case Study: “Spotify’s Audio-First Strategy: Leading the Podcasting Market (Hung Luo, Carol Ling, Harvard Business School, 2022)

Group Discussion

 

Session 4: Friday 29 September (9-12) – Aula P Belmeloro

Record Companies: re-inventing themselves in the new world

• New trends in the audio industry
• Guest: Daniele Demartini (CFO and HR Director – Universal Music Group Italy)
  • The evolution of the music market in Italy
  • The evolution of the role of record companies
• Music Industry: wrap-up

 

Session 5: Thursday 5 October (9-12) – Aula P Belmeloro

Disruption in the video industry

• Introduction: from television to total video
• OTT: definition and different typologies
• Evolution of a business model: Netflix, disrupting digital streaming

Group Discussion

Teaching material:

Case Study: “Netflix Inc.” (Frank T. Rotharmel, David R. King, 2023)

 

Session 6: Tuesday 10 October (9-12) – Aula P Belmeloro

OTT: succeeding in a more and more competitive market

• Media companies entering the streaming market: the Disney+ case study

• Competition Overview: the main players
• The limit to the growth: Netflix slowdown and reaction

Group Discussion

Teaching material:

Case Study “Disney enters streaming space: can it disrupt the disruptor?” (Syeda Maseeha Oumer and Dwebapratim Purkayastha, IBS Center for Management Research, 2019)

 

Session 7: Thursday 19 October (9-12) – Aula P Belmeloro

Challenging times for Media Conglomerates

• Evolution of a business model: Netflix
• The great disillusion for Media Conglomerates
• Possible strategies for growth

Group Discussion

 

Session 8: Monday 23 October (9-12) – Aula P Belmeloro

From Growth to Profitability: Focus on Monetization Models

• Beyond SVOD: emerging monetization models
• Introduction to FAST (Free Ad-Supported Streaming Television)
• Guest: Cristiano Girola (Content Director Southern Europe Pluto – Paramount)
  • Peculiarities of FASTs and Pluto business and programming model

• Wrap up and Conclusions: takeaways from this course

Testi/Bibliografia

• Course Presentation
• Your notes
• Case studies
• Big Media Growth Playbook (Doug Shapiro – sent by the Professor)

Metodi didattici

• Frontal Lessons
• Class Assignment: Case Studies

Modalità di verifica e valutazione dell'apprendimento

Individual Oral Examination: 3-4 questions, ca 15 minutes

Strumenti a supporto della didattica

Resources in case you want to know a little more about the digital media industry

 

Books

• Alan B. Krueger, “Rockonomics: What the Music Industry Can Teach Us About Economics (and Our Future)” (John Murray Hachette)
• Patrik Wikström, “The Music Industry” (Polity)
• Will Page, “Tarzan Economics: Eight Principles for Pivoting Through Disruption” (Simon & Schuster)
• Anita Elberse, “Blockbusters. Why big hits – and big risks – are the future of the entertainment business” (Faber & Faber)
• Donald S. Passman, “All you need to know about the music industry” (Simon & Schuster)
• Martin Spinelli, Lance Dann, “Podcasting – The Audio Media Revolution” (Bloomsbury)
• Maria Eriksson, Rasmus Fleischer, Anna Johansson, Pelle Snickars, Patrick Vonderau, “Spotify Teardown” (The MIT Press)
• Ramon Lobato, “Netflix Nations: The Geography of Digital Distribution” (NYU Press)
• Reed Hastings, Erin Meyer, “No Rules Rules: Netflix and the Culture of Reinvention” (Penguin)
• John B. Thompson [https://www.amazon.com/John-B-Thompson/e/B001IU0QSC/ref=dp_byline_cont_book_1], “Book Wars: The Digital Revolution in Publishing” (Editore: Polity Press)
• Mattias Frey, “MUBI and the Curation Model of Video On Demand” (Palgrave MacMillan)
• Michael D. Smith and Rahul Telang, “Streaming, Sharing, Stealing” (The MIT Press)
• Ed Catmull, “Creativity, Inc” (Bantam Press)
• Robert Iger, “The Ride of a Lifetime” (Random House)
• Lelio Simi, “Mediastorm – Il nuovo ordine mondiale dei media” (Hoepli – Italian)
• Mu$icBiz – L’industria musicale ai tempi dello streaming (Hoepli – Italian)

 

Documentaries/Series

• The Defiant Ones (Netflix)
• Trainwreck: Woodstock ’99 (Netflix)
• Quincy (Netflix)
• FYRE: The Greatest Party That Never Happened (Netflix)
• The Social Dilemma (Netflix)
• The Great Hack (Netflix)
• The Pixar Story (Disney+)
• The Playlist (Netflix)  

 

Podcast

• Business Wars: Netflix vs Blockbuster
• Business Wars: Taylor Swift vs. Scooter Braun
• The Town with Matthew Belloni
• Bubble Trouble (Will Page and Richard Kramer)
• The Music Industry Podcast
• Biz (Italian Music Industry Podcast)
• The New Music Business (Ari Herstand)
• Your Morning Coffee (Jay Gilbert & Mike Etchart)
• The MBW Podcast: Talking Trends (Music Business Worldwide)
• The New Music Business (Ari Herstand)

 

Newsletters

• Soundbite by Ashley Carman (Bloomberg)
• The Medium from Parqoor by Andrew Rosen (The Information)
• Evan Shapiro: Media War & Peace
• Fearless Media with Peter Csathy
• Benedict’s Newsletter (Benedict Evans)
• Screentime by Lucas Shaw (Bloomberg)
• Entertainment Strategy Guy
• What I’m Hearing - Matthew Belloni (Puck)

Orario di ricevimento

Consulta il sito web di Luca Bersaglia